A New Website Could Change Shopping For Expectant Parents

When Rachel Blumenthal was shopping for her first child, she was
overwhelmed.

"I thought it would be so easy, but instead there were thousands
of options and no way to choose," Blumenthal told us in a recent
interview. "I couldn't believe there wasn't a better way."

Inspired by her experience, Blumenthal decided to create a
website that curates baby items like strollers, cribs and
blankets.

Cricket's Circle
launches today. After joining for free, expectant mothers can get
recommendations for items at different price points. They can
also read candid reviews from others who have tried the
products.

"I think a lot of retailers prey on the anxiety that new mothers
have," Blumenthal said. "We wanted to create an environment that
was similar to how a friend would talk to you."

Blumenthal has a long retail background—she worked at Yves
Saint Laurent, and founded a jewelry brand. She also helped grow
eyeglass brand Warby Parker, which was co-founded by her husband,
Neil.

Cricket's Circle is selective, recommending only three products
for each category. The site doesn't receive funding from the
products it endorses — "We only wanted to show products we really
believe in," Blumenthal said.

Members can add products they're interested in to a wish list.
They can also see what products their friends are interested
in.

Blumenthal hopes the site will also serve as a community.

Cricket's Circle will also feature fashion and editorial
content, with guest bloggers including Ivanka Trump,
Jennifer Fisher, and Rebecca Minkoff.

"Our goal is to simplify this process for new parents,"
Blumenthal said.